1. A Comparison of Quantitative and Qualitative Methods to Measure Wildlife Value Orientations Among Diverse Audiences: : A Case Study of Latinos in the American Southwest
Loren Chase, PhD
LorenChase
@InjoyTheSilence
HDofWildlife
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In no way should they be construed to represent any governmental organization, boards, commissions, or technical advisory committees that I participate in or chair.

2. Different cultures may perceive and interpret wildlife differently
Wildlife Value Orientations
Introduction
Methods
Results
Discussion
Domination
Mutualism
Hunting is acceptable
Animals are for the use of humans
Humans have priority
Animal have rights
Emotional bonds
Companionship
value-attitude-behavior model (Homer and Kahle 1988)
Excellent at predicting acceptability of management actions, and recreation behaviors
Different cultures may perceive and interpret wildlife differently

3. Introduction Methods Results Discussion
WVO have been defined as ‘networks of basic beliefs that organize around values and provide contextual meaning to those values in relation to a particular domain such as wildlife’ (Teel and Manfredo 2009, p. 129)
Right to life example

4. Factor Structure for the two WVOs
Abundant hunting
Companionship
Emotional connection
Care for animals
Familial affiliation
Analogous rights
Extended family
Co-living w/ out fear
Introduction
Methods
Results
Discussion
Factor Structure for the two WVOs
Hunt is cruel*
Hunting
Social Affiliation
Hunt disrespectful*
Hunting rights
Domination
Mutualism
Human use
Appropriate
Use
Caring
Human priority
Human benefit
*Reverse coded

5. Introduction Methods Results Discussion Tetlock’s value pluralism
They paid the cost of dichotomization in exchange for simplicity
Both are continuous variables from a scale of 1-7. and then dichotomized using a median split.

6. Utilitarian Distanced Pluralists Mutualists Introduction Methods
Results
Discussion
Utilitarian
Distanced
Pluralists
Mutualists
Teel et al (2005)

7. Non-Hispanic White Hispanic Problem:
Introduction
Methods
Results
Discussion
WVO scale may not measure ethnicities the same
Non-Hispanic
White
Hispanic
α =.73
α =.83
α =.61
α =.81

8. 14 Item Battery
Introduction
Methods
Results
Discussion

9. Self Identification Domination Archetype Mutualist Archetype
Introduction
Methods
Results
Discussion
Domination
Archetype
Mutualist
Archetype

10. Photos Introduction Methods Results Discussion
how the photo made participants feel
if participants related to the photo,
under what circumstances the scenes depicted might be more or less acceptable.
Coded onto a scale of 1-7

11. Stories Introduction Methods Results Discussion
Please share with me experiences with wildlife that make you happy [repeated using other emotions of sad, angry, and afraid
Tanaka and Osgood 1965
Also coded onto a scale of 1-7

12. Pearson’s Tetrachoric
Reliability
Survey
Self ID
Photos
Domination
.80
.97
.44
.64
Photo
.90
.71
.21
.73
.15
Stories
.93
.58
.41
.72
.33
.84
Mutualism
.86
.96
.91
.55
.65
.25
.35
.10
.59
.67
.22
.19
.42
.47
.45
.40
Introduction
Methods
Results
Discussion

13. Introduction
Methods
Results
Discussion

14. Future Research- Acculturation had an impact
Introduction
Methods
Results
Discussion

15. Take Homes WVOs may be applied to Hispanic populations… cuidosamente
Hispanics cannot be treated as monolithic
Photos & experiences will be useful because they use emotions, which transcend cultures
Take Homes
Introduction
Methods
Results
Discussion
91% of AZ Hispanics
claim Mexican heritage
There is more variance within ethnicities than between
Questions associate with constructs in the same configuration
Questions load onto construct similarly
Questions are similar difficultly and leniency
Tanaka & Osgood, 1965

16. Chase, Teel, Thornton-Chase & Manfredo, 2016
Introduction
Methods
Results
Discussion
Thank you
Questions associate with constructs in the same configuration
Questions load onto construct similarly
Questions are similar difficultly and leniency
Chase, Teel, Thornton-Chase & Manfredo, 2016